AT&T was at a crossroads in the Arizona wireless sales market due to a loss in market share to their primary competitor—Verizon. The steady year-over-year decline was precipitated by the public perception that the brand’s coverage and customer service were not of the same caliber as the competition. After key accounts had been lost in Arizona, and staff turnover reached a high point, AT&T needed a sharp turnaround to once again secure more of the local market share, reclaiming customers from Verizon’s 80% market foothold.
To begin, we reached out to primary gatekeepers for us to schedule the best pitch possible for AT&T as the alternative to Verizon. Our goal is to be ready to spring into action when our clients need us the most with our omnichannel approach. For AT&T, we used these resources to reach out via email, voice, SMS, and social media to reach decision-makers and position our salespeople to pitch.
As a result, in 1 year’s time, Unity Communications helped increase AT&T market share in Arizona by 4%, improving their competitive advantage to secure 15% of the local market. Now, 2 years from the launch of the campaign, Unity Communications continues to exceed expectations, building from the strong foundation of our initial campaign. Since our first team effort, we have been able to start campaigns in 7 more AT&T markets.